Georg Jensen Eschews Models for Strong, Inspirational Real Women

Campaign by Forsman & Bodenfors Says You Can Never Be "Too" Anything

By Alexandra Jardine.Published on Sep 14, 2016

Editor's Pick

Georg Jensen, the jeweller and silverware brand, eschews models in favor of real-life, inspirational women in this new spot from Forsman & Bodenfors with a strong feminist message -- you can never be "too much" of anything.

The women -- "The Night Manager" director Suzanne Bier, top chef Dominique Crenn, comedian Sarah Kendall, boxer Cecilia Braekhus and Iranian motorcross rider Behnaz Shafiei -- are filmed at work, looking sleek and glamorous in their Georg Jensen accessories but strong and tough, like they wouldn't take no for an answer. The voiceover lists all the things that women are sometimes told they are "too" -- demanding, loud, provocative ambitious" and ends by stating "If you round your edges, you lose yourself," -- perhaps a metaphor for the statement jewellery itself. The tagline is "You can never be too much you."

It's a powerful message for a fashion/jewellery brand -- one we'd like to see more of.